La construction de lʼéthos dans la publicité roumaine portant sur le monde rural
The construction of the ethos in Romanian advertising related to the rural world

Summary/Abstract: In this study, we examine the ethos construction in Romanian advertising focused on the rural world. We have found out that advertising discourse shapes the image of the brand through a dual representation: an internal one, via the protagonists, and an external one, through the brand itself. Our analysis is based on a discursive approach, with particular emphasis on strategies for adapting to the audience, in order to better understand how brands draw on shared cultural references to construct a credible ethos and strengthen their connection with the public. In this vein, by emphasizing identity-based elements such as tradition, community, and rural environment, brands seek to align themselves with the rural collective imagination. Finally, this study highlights the role of advertising discourse in the symbolic revalorization of the world through the codes and narratives employed by brands.

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